Service quality : customers' perceptions in the Lebanese banking sector

Abstract

The purpose of this paper is to study the satisfaction of clients of bank in North Lebanon from the quality of services offered to them by these banks. Two separate surveys were performed: a qualitative one based on an interview and a questionnaire based on Likert-scale questions distributed to a sample of two hundred and twenty persons. Analysis of data was done using correlations, factor analyses and regressions. In the first part, two regression analyses were performed in order to show the items of the Bank Service Quality BSQ model that affect the satisfaction of people. The second part consisted of a summation of the items after a factor analyses in order to form the six dimensions of the Bank Service Quality model and then a regression analysis was performed to result in the dimensions causing satisfaction. The analyses were concluded with a series of recommendations for the bank which wants to increase the level of satisfaction of its customers and focus on the factors that concern them the most.